Consumer-Based Brand Equity of Products and Services: Assessing a Measurement Model with Competing Brands

Abstract

Objective: Identifying which brand in a category conveys more or less value to the consumer raises questions about the composition of brand equity measures and the brands that make up the category. Measures to identify Consumer-Based Brand Equity (CBBE) may include functional assessments of consumers brand choice and firms brand performance, as long as they embrace competing brands. In view of this, this study comes up with a validation of a measurement model of Consumer-Based Brand Equity for competing brands of products and services, testing for possible moderation (product / service and experienced / non-experienced consumers). Method: Appraising 39 brands, the model was composed of 6 metrics: awareness, perceived quality, loyalty, association, exclusiveness and willingness to pay a price premium. Confirmatory factorial analysis revealed the CBBE structure and multigroup moderation tests showed the comparisons between products and services and between experienced and non-experienced consumers. Main Result: The metrics have convergent validity with very good model fit. The metrics are similar for products / services, but different for consumers with / without experience (evidence of moderation). Contributions: Based on this measure, researchers and marketers can identify whether their brand's performance has been perceived better or worse than that of their competitors. Relevance/Originality: This article is the first to offer a more complete scale to assess the consumer-based brand equity of products and services, allowing the researcher to compare the competitiveness between brands.

Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity

“…Screen 4 contained an introductory text reporting the intention to launch a new brand in the Brazilian market and then the advert was displayed. Below the image of the advert, the questions referring to the brand equity indicators validated by Porto (2018) were presented, namely: (1) brand knowledge, (2) perceived quality, (3) associated image, (4) exclusivity, (5) loyalty, and (6) willingness to pay a premium price. Screen 4 asked for the socio-demographic profile (gender, age, and income) to be completed and, finally, there was a thank you for participating.…”

“…(6) Based on this advert, what appears to be the highest price that people would pay for this brand of jeans? We maintained the 5-point scales from the instrument by Porto (2018), except for the price premium, which has a free numeric scale.…”

“…It is also termed strength of the brand or size of the brand (FELDWICK, 1996) or symbolic benefits of the brand for the consumer (OLIVEIRA-CASTRO et al, 2008). Its measurement signals the economic/social benefits that are gained if the brand is obtained or used (PORTO, 2018). A brand that presents positive brand equity obtains more favorable responses from customers than a version of the product or service with no name MACHADO, 2006).…”

“…Taking the various studies into account, Yoo, Donthu, and Lee (2000) and Yoo and Donthu (2001) recognize that brand loyalty, perceived quality, brand recognition, and positive associations with the brand are the most common dimensions of brand equity. However, other authors have proposed that there are some other complementary dimensions -exclusivity (KELLER, 1993;PORTO, 2018) and willingness to pay a premium price (NETEMEYER et al, 2004;PORTO, 2018) -that are empirically proven in the same measurement model (PORTO, 2018).…”

“…Brand image is defined as "a set of associations related to the brand that consumers retain in their memory" (KELLER, 1993, p. 2). This may have a positive or negative value (PORTO, 2018).…”